Cosmetics brand CoverGirl to open NYC flagship store

Coty Inc.'s CoverGirl cosmetics brand will open its first store in the fall, a flagship in New York City's Times Square.

The 10,000-square-foot store will feature an experiential room with interactive and digital elements, full-service makeup application and on-the-go services.

The store is part of a strategic company overhaul to transform the way customers experience CoverGirl.

“It is our mission to show up for people wherever they are on their beauty journey and offer them innovation and experiences that inspire them to become whatever version of themselves they want to be in the moment," said Ukonwa Ojo, Coty's senior vice president of the CoverGirl division, in a press release. "We believe that makeup is a powerful tool for creativity and self-expression. Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”